From the first to the third quarter of 2018, 29 new outlet projects were opened nationwide, which was significantly reduced from the 39 opened in the same period last year. The newly added outlet commercial area of ​​1.49 million square meters was nearly half of the 3.26 million

From the first to the third quarter of 2018, 29 new outlet projects were opened across the country, which was significantly reduced from the 39 opened in the same period last year. The newly added outlet commercial area of ​​1.49 million square meters was nearly half compared with the 3.26 million square meters in the same period last year. This number is also lower than the 30 units and 2.07 million square meters in the same period in 2016.

In the first three quarters of 2018, the number of newly opened commercial projects nationwide exceeded 300, excluding professional markets, hotels and office buildings, with a commercial construction area of ​​≥20,000 square meters. The number of openings set a record for the same period in the past five years, but the number of outlets Both declined compared with last year.

However, the sudden drop in newly opened projects this year does not mean that outlet investment has entered a downward channel. In fact, the number of newly opened outlets this year will remain at a relatively high level. According to China Business Data Statistics, the number of outlets under construction and planned is even more Keep rising.

1, diverse types

Taiyuan Wangfujing Outlet, newly signed this year, focuses on theme park style, Sasseur focuses on art and business style, Jihua Garden focuses on sports and entertainment style, Florence Town focuses on luxury brand European style town, and Youke Focusing on Korean-style urban outlets... outlets of various styles and models emerge in endlessly.

2, large-scale

Among the newly opened outlet projects in the first three quarters of this year, large-scale projects over 80,000 square meters accounted for 31%. Chain outlet groups such as Beijing Capital, Sasseur, Bailian, Wangfujing, and Shanshan are under construction The outlets to be built are all large-scale projects, and the projects already in operation are being expanded into phases 2 and 3, including many giant outlet complexes with more than 200,000 square meters. The American Taubman Group and Wangfujing Group are planning to invest in large-scale outlet complexes in Beijing and other places.

Unlike urban shopping malls, outlets are mostly located in remote areas with plenty of open space and large outdoor parking lots, making it easy to expand in multiple phases. For example, the Maple Leaf Town Outlet Phase 2 in Harbin built the Maple Leaf Town Hot Spring Resort and Wedding Center. , Shijiazhuang Beiguo Outlet Phase 2 is a water world park, and Changsha Bailian Outlet Phase 2 is a family-oriented regional shopping center .

According to China Business Statistics, 12 of the top 13 outlet stores in mainland China have late-stage expansion plans, accounting for 92% of them, and 5 of them have plans for phases 3 or even 5. Outlet store kings in Hong Kong and Taiwan, such as Swire Citygate , Huatai Outlet Mall, Mitsui Outlets, etc., are also expanding.

3. Institutional chain outlets

chain outlets strive to go upstream, and market concentration increases

Since Bailian, Huadi, Guangbai, Dongbai, Baijiahua, Hefei Baida, and Hong Kong New World have all set foot in urban outlets this year, according to China Business Data According to statistics, more than half of the 50 largest department store groups in the country have entered the urban outlet business. It is expected that by the end of this year, 29 department store groups will have opened 73 outlets, including 47 urban outlets and 26 suburban outlets.

In 2017, the total turnover of the 25 outlets with the highest turnover in mainland China reached 49.2 billion yuan. The top 25 outlet stores only accounted for just over 10% of the more than 200 outlets in the country. However, the sales of the top 25 outlet stores were The market share is as high as 60%. Among the top 25 outlet store kings, the six leading outlet chain groups (Bailian, Wangfujing, Florence Town, Sasseur, Shanshan, and Capital) have 14 stores, accounting for 56%, and other chain outlet groups There are 8 stores accounting for 32%, such as Wharf Times Outlet and Lufthansa. There are only 3 non-chain outlets, but they all rely on the strong resources of the group (Shenyang Xinglong Grand Outlet, Zhengzhou Dennis Qitiandi and Chengdu Suning City outlets), and no-name outlets that sell separately get nothing.

Among the 30 outlet stores that are expected to have a turnover of more than 1 billion in 2018, the 6 leading outlet chain stores will reach 18, accounting for 60%, and the other 9 chain outlet group stores will account for 30%. There are still only three non-chain outlets owned by commercial groups, accounting for 10%.

4. The layout is sinking

Last year, outlets appeared for the first time in third- and fourth-tier cities such as Anyang , Yangjiang, Suqian , and in the first half of this year. For the first time, outlets entered Luohe , Yingshan, Nanchong , Hengyang, Linyi , but it is more common for outlets in lower-tier cities to encounter acclimatization.

5. Development cooperation

With the number of domestic outlets exceeding 250, competition has become increasingly fierce. Developers who are no longer just non-commercial real estate and retail industry laymen have chosen to introduce professional chain outlets to take charge of operations. Large groups and regional leading department store companies with considerable experience in commercial real estate development have also reached a consensus on the introduction of professional leading outlet companies to cooperate in the development of outlets. The asset-light output management strategy hit it off immediately. The six leading outlet groups simultaneously initiated acquisitions and mergers of projects that did not have outlet operation qualifications.

For example, Sino-Ocean Group cooperated with Wangfujing Group to build Changchun Sino-Ocean·Wangfujing Seth Outlet , Northwest Department Store Wangofang Group and Shanshan Commercial Cooperation Lanzhou Shanshan Outlet, Henan Shopping Center Wang Xintian Real Estate and Capital Momentum Cooperate to develop the first outlet in Zhengzhou, Xinjiang Huijia Times Department Store and Shanshan jointly set up Urumqi Shanshan Huijia Outlet, Mingfa Group signed a strategic cooperation agreement with Sasseur Group and introduced it in Mingfa Plaza in Changsha and other places Sasseur Outlets and Luneng Group jointly pioneered the development of outlets in Dalian, and Wangfujing acquired Xian Hot Spring Outlet in Xi'an.

Today, the continuous development and expansion of the outlet mainly relies on his choices. Many chain stores around the world are also the basis for his growth.

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